Matt Saunders with Smashing Magazine recently wrote an excellent piece for designers that I think can be useful for anyone who either regularly works on websites, or is in the process of getting a website built or re-vamped. In his recent article, “Why Content is Such a Fundamental Part of the Web Design Process” he goes in-depth about why content is important to the efficient development of websites, and how not having it can lead to hang-ups in production and even lead-generation capability. These days, having read many articles on content—and straight-up working as a journalist, blogger, and content marketer—I hold no bones about the fact that I am a tough judge of most content creation-related articles. Keep in mind, it has nothing to do with whether or not I think these articles are “right” or “wrong,” but rather, that few of them actually do anything to help the reader become better at content creation.
My preferred tell for whether or not a guide is legitimate is its length, as that can indicate a certain degree of topical depth and coverage. What I like about Saunders’ article is that it actually takes the time to provide a series of 5 step-by-step insights that are clear, actionable, and conformable to various workflows and client preferences. While the article is framed for designers, I recommend for anybody in the throes of a website consultation to take some time to check this out.
Ultimately, while Saunders’ approach is predicated on the idea that design and writing are two different processes, I think that making this distinction clear is what also further entrenches intersectional specializations such as communications production design. Design and writing are two different processes if you are only disciplined in one or the other—or if you only want to specialize in one or the other. Keep in mind, neither is wrong. But the doctrine of communications production design, or Lair’s specialization, is predicated on the idea that both writing and design can be vertically integrated together, and that by doing so, one can create not just better websites, but better videos, news articles, and customer-facing media, writ large. Overall, I think that while the article is informative—and most certainly worth a read—the thing that it misses is one fundamental principle: all media that relies on content as part of its efficacy profile benefits from processes that vertically integrate content as an essential part of the production process. Thus, design and writing are only two different processes if you let it be. But if they are configured to work hand in hand, then not only will consultants have the power to achieve increased production efficiency, but they will provide a more holistic solution to their client’s needs. Be sure to check out Matt Saunders’ guide at Smashing Magazine.
No Comments